The ‘Mutual Funds Sahi Hai’ campaign is an effort by AMFI to spread awareness and information about investments in mutual funds. SEBI does not allow celebrity engagement for mutual fund and asset management brands. However, at an industry level, it has allowed the use of celebrities to spread awareness about investment avenues like mutual funds. …
The Association of Mutual Funds in India (AMFI) announced that it had signed cricketing icons, Sachin Tendulkar and M S Dhoni for their ‘Mutual Funds Sahi Hai’ campaign, to help create awareness about Mutual Funds, as the preferred investment option.
Nilesh Shah, chairman, AMFI said, ‘Sachin Tendulkar and M S Dhoni evoke unstinted trust and high dependability, and their longer-term orientation in their respective cricketing careers, has been akin to retail investors having equally longer-term approach towards investment. Longer-term approach be it, in cricketing career or in Mutual Fund investments can deliver rich dividends be it for cricketers or investors, alike.”
N S Venkatesh, chief executive, AMFI added: “After three years of Mutual Funds Sahi Hai campaign, we at AMFI felt that the time is right to take the conversation with the retail investors across the country to the next level, by engaging the cricketing icons.”
“On behalf of the mutual fund industry, I thank SEBI for taking a considerate view on allowing the engagement of celebrities, at the industry level,” he added.
SEBI does not allow celebrity engagement for mutual fund and asset management brands. However, at an industry level, it has allowed the use of celebrities to spread awareness about investment avenues like mutual funds.
AMFI is dedicated to developing the Indian mutual fund industry on professional, healthy and ethical lines and to enhance and maintain standards in all areas with a view to protecting and promoting the interests of mutual funds and their unit holders. AMFI, the association of SEBI registered mutual funds in India of all the registered asset management companies, was incorporated on August 22, 1995, as a non-profit organisation.
Tendulkar said, “I am excited to be associated with the Mutual Funds Sahi Hai initiative, through AMFI, to help create awareness about Mutual Funds. Discipline and longer-term approach is the cornerstone towards achieving success, be it in any sport and likewise in personal investing.”
Dhoni said, “I take great pride in being associated with the “Mutual Fund Sahi Hai’ campaign. Having goal-based approach, starting early, staying disciplined and not being fazed by volatility, are the four mantras, I have always followed, be it in my cricketing career or in personal money management.”
The ‘Mutual Funds Sahi Hai’ campaign is an effort by AMFI to spread awareness and information about investments in mutual funds. It has deployed numerous communication touch points for the same over the past few months, across TV, digital and out-of-home.